Martell, one of the oldest cognac houses, has launched the second chapter of its celebrated ‘Be the Standout Swift’ campaign, featuring Grammy-nominated Afrobeats artist, Davido. This new phase highlights the rise of Afrobeats, celebrating those who remain authentic to their craft while uplifting others.

The campaign, directed by Meji Alabi, features a new film starring Davido, whose decade-long influence on Afrobeats has helped propel the genre to global recognition. The film draws inspiration from his journey and Afrobeats’ growing acceptance worldwide, while paying tribute to pioneers like Fela Aníkúlápó Kuti, the legendary Afrobeat artist whose boldness continues to inspire Davido and other musicians to break barriers.

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For Martell, a “Standout Swift” represents someone who defies norms and opens doors for others, a role Davido embraces wholeheartedly. His collaboration with Martell is aimed at encouraging individuals to stay true to their identity while paving the way for future generations.

Davido shares his pride in being an ambassador for Afrobeats, stressing the importance of authenticity in his journey. He acknowledges that the success of Afrobeats is a collective effort, built by a community of artists who continue to push the genre forward.

Evane Chenuet, Marketing Director at Pernod Ricard, highlights Davido’s role in popularizing Afrobeats, emphasizing that his values of hard work and resilience perfectly align with Martell’s philosophy of challenging the status quo and inspiring others to stand out. The campaign continues to encourage people to redefine conventions while staying authentic to themselves.